In a world filled with femvertising advertising campaigns that frequently fall into the same patterns they want to distance themselves from, here is a new ad that seems to do some things right.
The commercial shows women playing different sports and engaging in various physical activities, suffering wince-inducing injuries in the process. Blood gushes from shins, fingers break, but the women soldier on. The message? 'No blood should hold us back'.
Or, periods shouldn't stop you from being fit. And yes, that's actual blood in an ad referring to periods.
It's been made for the UK-based Bodyform for Red Fit, a diet and exercise plan that the company has devised to aid women during their periods.
How bad could ads about periods and menstruation be? Here's Breaking Bad and Better Call Saul star Jonathan Banks's first onscreen appearance in an educational film on menstruation. He later spoke about it on a talk show appearance.
And here's a short sketch (could also be an inspiration for Bodyform's ad) from Upright Citizen's Brigade that answers the age-old question, "What if ads for sanitary napkins used red instead of blue?"